Friday, January 23, 2009
Tasmania the Movie
Tourism Tasmania has used Leo Burnett to produce a tongue-in-cheek website, tasmaniathemovie.com. The website was intended as a spoof on the movie Australia, which used promotional material featuring a map that initially omitted Tasmania.
From December 4 until Christmas 2008, a spoof movie trailer boasting Tasmania's natural wonders screened in Australia at selected cinemas in Sydney and Melbourne. “Our intention was to take advantage of the excitement created by the movie with humour and cheeky Aussie wit said Tasmanian Minister for Tourism, Michelle O’Byrne.“
We also wanted to remind the world that Tasmania is still part of Australia and one of the country’s most appealing tourism destinations." Ms O’Byrne said.
Tasmania, the Movie campaign generated all the publicity normally seen for a new film, with press ads in entertainment pages, outdoor advertising, a special FaceBook page as a viral social networking campaign, with a total budget of $100,000. According to Nielsen Media Research, Tourism Tasmania spent $2m in main media between November 2007 and December 2008, which was down from $4.6m the previous year.
Below is an image of the Tasmania the Movie Facebook Page.
Here is also a link to the story in the newspaper Sydney Morning Herald